Research On Development Strategy Of U Shipping Line Shanghai Branch

As a major transportation mode for international trade, containerized linertransportation has been existed for many years. Starting from the year of2008, financialcrisis has restricted the recovery of the shipping industry. With the large-scalecontainerized ship being introduced as well as the merger and acquisition from thecontainer liner company, many shipping companies are reviewing their strategy, furtherimplement and fine-tune the company strategy in order to run the business sustainable andbeing more competitive.U shipping company is a middle east containerized liner company with36yearshistory old brand. However, due to the impact of financial crisis, consecutively3years thecompany had a net loss on the profit since2008to2011. Her Shanghai branch, establishedin2009, was also faced with fierce market competition. It was witnessed that higherturnover rate, poor team spirit, lacking of scientific business work process and lowercustomer satisfaction happened in her Shanghai branch office. This thesis is based on Ushipping company, who invited a global well-known consultancy company in earlier2012to establish and implement the medium-term strategic development plan. We aimed toestablish and implement a strategic development plan which is fitting for Shanghai branchin order to all these existing problems.The main method of this thesis is case study as well as theory with the world. Besidesit is based on the theory of strategic management to adopt the method of PEST, thefive-force model and SWOT to analyze the advantage and defects of Shanghai branchqualitatively and quantitatively. Eventually to establish the development strategy forShanghai branch and propose a sustainable and healthy strategic development path.Furthermore, to enhance the comprehensive competiveness of medium-sized shipping linethrough implementing the strategy plan to solve above issues.